In the spirit of a creative factory,Leboncollaborated with a new generation of fellow photographersHarley Weir, Jamie HawkesworthandTobin Yelland, as well asCalvin Klein veteran photographerDavid Sims. Lebon’s father and brother, veteran photographerMark Lebonand emerging filmmakerFrank Lebon, worked together with Tyrone as a family to capture the global campaign from a documentary perspective. The team of creators focused on a mix of offerings from the SS2016 lines of all theCalvin Kleinbrands, as well as imagery dedicated to each of the brands. A combination of photography and video, these creative works will be released through the SS2016 season.

The SS2016 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omnichannel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality and sexiness. The campaign images are intimate and authentic, taking the long view past the famous faces in them to find the shared human truth at the heart of a generation that prides itself on its purpose and ambition.

“I _______ in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual. The call to action will encompass all brands under Calvin Klein and invite the global audience to show how they live their lives in their Calvins.